This brand identity was created to embody the warmth and intimacy of sharing something homemade and heartfelt. The strategy centred around closeness through sharing, capturing the idea that jam is more than just a spread; it’s a gesture, a small act of care that connects people. The logo is a bespoke wordmark designed with intention. The “A” in Jam and the “A” in Jar form a playful interaction, with a spoon subtly appearing in the negative space as it dips into the jar below it. This clever detail reinforces the tactile, hands-on nature of the product while adding a hint of storytelling within the typography itself.